Halo 3 gets the Hollywood treatment, record-breaking preorders

With a series of multi-million dollar advertising partnerships with some of …

In comparison to other media, advertising for games is relatively limited for the most part. While internet-based ads like banners are prominent, commercials and print ads are relatively sparse—at least in comparison to other forms of entertainment, such as movies. With that the case, Microsoft has been receiving a lot of attention from the mainstream media for its planned Halo 3 marketing blitz.

The Wall Street Journal seemed impressed with the scale and scope of the substantial campaign, which includes the standard "Jump in" 360 commercials, multimillion-dollar ad campaigns alongside General Motors and Pepsi, and more. The campaign itself is being billed as Microsoft's attempt to break out of the "niche business" and approach equality with "movies and other forms of entertainment." The Journal even goes so far as to promise that the Halo name will be strewn "across cans of pop, wrappers for French fries, and more."

Moreover, a press release sent out by Microsoft indicates partnerships with 7-Eleven, Burger King Corp., Comcast, and Mountain Dew in addition to those previously mentioned. The plan, according to director of creative marketing at Microsoft Chris Di Cesare, is quite clear: "This September, Halo 3 will push video game entertainment into the forefront of mainstream culture."

The Halo 3 campaign certainly appears to be one of the biggest the game industry has seen. In fact, the only comparable campaign of this scope that I can recall was prior to the release of Super Mario Bros. 3, which included not only promotions across North America with McDonalds and other retailers, but also a full feature film meant solely to promote the game.

With retail preorders already over a record-breaking 1 million already, Halo 3 is certainly poised to be one of the biggest releases of all time. I still may not "get it," but it's impossible to deny just how powerful the franchise has become.